Strategic objectives and competitive advantages of private label products

Purpose The purpose of this paper is to determine which strategic objective factors have significant effects on competitive advantage of private label manufacturers in Turkey. Design/methodology/approach A study was conducted of 90 Turkish private label manufacturers. A web‐based questionnaire was the chosen method. Findings Three strategic objective factors were found to have an effect on competitive advantage: production efficiency, market embeddedness and product selling control. Research limitations/implications A comparative analysis between retailers and manufacturers of private labels was regarded as necessary to learn about their perspectives regarding competition. The large sample size encouraged confident generalization of the findings. Another limitation was only analyzing data from a country that has a low private label market share. Practical implications The findings of this paper offer valuable insights to retailers, national brand manufacturers and private label manufacturers, enabling them to learn the triggers for product manufacturing from the perspective of private label manufacturers. Originality/value It is hoped that this paper will reveal some valuable perspectives from an emerging private label market.